Landmark Les Mills report reveals how ‘MVPs’ drive club profitability

New global research analyzing member journeys uncovers how Most Valuable Participants (MVPs) are the key to unlocking higher retention, referrals, and revenue for fitness facilities.

The report, produced in collaboration with fitness data experts ROR Partners and 4GLOBAL, offers the most comprehensive analysis to date of member behavior, examining 2.6 million member journeys from January 2024 onwards, across 1,312 leading clubs in the US and Europe.

Titled ‘MVPs: The New Power Players in Club Growth’, the report finds that MVPs attend their club more often, stay longer, refer more friends, and deliver significantly higher Lifetime Value (LTV) than any other member category.

Delving deep into club economics, the report spotlights the importance of strategy in enabling facilities to achieve sustainable growth. With the growing cost of real estate placing a premium on space, the research spotlights the contribution margin of each area of the club and the need for operators to calibrate their member acquisition approach accordingly.

“This research provides a clear, data-driven playbook for operators seeking sustainable growth,” says Phillip Mills, Managing Director of Les Mills International. “By focusing on MVPs and the areas of the club with the highest potential for serving them, operators can drive retention, maximize floor space, and build a thriving, future-proof fitness community.”

Key findings include:

• MVPs stay with their club 39% longer than typical gym members (23 vs 16 months)
• MVPs visit their club 65% more often than typical gym members
• MVPs are 88% more likely to still be active after 12 months than typical gym members
• MVPs generate 27% more lifetime value than typical gym members – not including the higher number of member referrals MVPs typically contribute

The report also provides an 8-point plan of actionable insights for club operators to maximize their MVP population, from optimizing club design and timetables, to crafting marketing campaigns that target high-value members and untapped demographics.

The full report, “MVPs: The New Power Players in Club Growth,” is available to download free from the Les Mills Insight Hub: https://contact.lesmills.com/insight-hub

ENDS

For media enquiries, contact:
Jak Phillips
Global Director of Content, PR & Growth Marketing
Jak.Phillips@lesmills.com

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ABOUT LES MILLS

Les Mills International is the global leader in group training and creator of over 30 programs available in leading fitness facilities around the world. Les Mills programs include the world-famous BODYPUMP™ workout, BODYCOMBAT™ (martial arts), RPM™ (indoor cycling), BODYBALANCE™ (yoga), LES MILLS CEREMONY™ (functional circuit training) and the revolutionary immersive cycle experience, THE TRIP™. Each workout is refreshed and updated with new choreography and music every three months.

The company was founded by Les Mills – a four-time Olympian and head coach of New Zealand’s track and field team – who opened his first gym in 1968 with the aim of taking elite sports training to the masses. Today, Les Mills workouts are delivered by 130,000 certified Instructors in 22,000 clubs across 100 countries, as well as via the LES MILLS+ streaming platform and Extended Reality (XR).

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